E-Commerce Programming Is About to Get a Lot More Complicated

Webmasters no longer know what their customers are seeing when they visit their sites, and they have anti-virus, anti-spyware, anti-popup and alternative browsers to thank.

In the early Web days, all that an e-commerce site developer/programmer needed to worry about were operating system version and browser.
Worst-case scenario: They could create different full versions of their sites for Mac or Unix, Netscape or IE. With just about a dozen or so versions of the site and programming to detect which version to display, Webmasters could be confident that the site would appear to customers as intended.

Then came swarms of spam, viruses and spyware to take advantage of the new, uninitiated masses just learning e-mail. Then, of course, came vendors selling anti-spam, anti-virus and anti-spyware packages. Good-bye to simplicity.

Another problem has been that customers had quite a few options as to how their system would display fonts, play multimedia, and interact with Java and its limitless alternatives. Even today’s browser options are multiplying, with IE no longer having the “cornered the market” overwhelming dominance that it enjoyed just a couple of years ago.
Tower Records has tried to replicate how people see their Web pages, in an attempt to identify and isolate site-design glitches leading to user errors. But even Tower’s efforts have been limited by choices end-users make ... and some they don’t.
Under the “some they don’t” category goes a wide range of operating system and browser patches that automatically change settings and add security features, all of which have an unknown effect on how pages are displayed.
Amazon.com put extensive effort into figuring out how users interact with online Yellow Pages, and they used video cameras mounted to vehicles to verify. To read more, click here.
Add onto that the impact of VPNs, firewalls and other pure-security devices and it’s becoming clear that when an end user sees exactly what an e-commerce Webmaster intended for them to see, it’s nothing more than the greatest stroke of luck.
I’m reminded of the movie "WarGames," where a huge server designed to simulate military assault scenarios does it so realistically that it almost triggers an actual military response to a simulated attack.
Critics of the movie said it was unrealistic because software could never do things its creator didn’t intend. Actually, the movie was unrealistic for 50 reasons, but the software’s unintended ability was one of the few true-to-life parts, as anyone who has tried installing Windows knows far too well.
It’s not that the operating system does so many unintended things as it interacts with other applications in unanticipated ways. That’s not surprising, in that no operating system developer could possibly anticipate every possible app and every possible setting of those apps.
Next Page: Akamais marketing officer blames sites underlying infrastructures.

Evan Schuman is the editor of CIOInsight.com's Retail industry center. He has covered retail technology issues since 1988 for Ziff-Davis, CMP Media, IDG, Penton, Lebhar-Friedman, VNU, BusinessWeek, Business 2.0 and United Press International, among others. He can be reached by e-mail at Evan.Schuman@ziffdavisenterprise.com.